Aiming to expand the reach of cricket, KP Snacks has been announced as the new Official Team Partner for The Hundred.

The new long-term partnership with KP Snacks, which owns a stable of household favourites including McCoys, Hula Hoops, Tyrrells and Popchips, will boost capabilities of The Hundred as it seeks to engage families across England and Wales.

Rob Calder, commercial director of The Hundred, said: “We’re thrilled to be partnering with KP Snacks to help grow the game of cricket and get families active. The Hundred will offer world-class cricket to a diverse range of communities and KP Snacks share that vision and opportunity.

“One year to go, we’re delighted to have already secured such a well-known brand to cricket for the first time.”

Following its launch in July 2020, The Hundred, which will be screened live on Sky Sports and the BBC, looks to provide fans with an exciting new 100-ball format featuring world-class players from England and around the world in men’s and women’s competitions. The five-week tournament will be played at the height of summer and feature eight city-based teams from Manchester, Leeds, Nottingham, Birmingham, Cardiff, Southampton and two in London (based at Lord’s and The Oval).

Kevin McNair, marketing director at KP Snacks, added: “We are delighted to be partnering with The Hundred to help encourage families to get active through cricket.

“KP Snacks prides itself in innovative approaches and this offers us a great way of mattering more to more people. We can’t wait to work with the teams to celebrate the diverse and inclusive nature of The Hundred.”

KP Snacks will be activating a series of multi-channel marketing activities to leverage its association with The Hundred including working together to support the company’s ‘Our Taste for Good’

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